1.
Mobile 101:
Marketing and
Commerce Insights
27 February 2014

2.
The Digital Ecosystem in 2007

3.
Connected
Surfaces
Connected
Mobile
Games
Connected
Consoles
Laptop
Desktop
Digital Kiosks &
Social Machines
Digital Out of Home, Theaters, Connected TV
Smartphones
Image
Codes
Tablets
The Digital Ecosystem in 2014
Wearable
Technology
Connected
Cars

4.
62.6
93.1
115.8
140
159.9
178
193.7
207.4
0
50
100
150
200
250
2010 2011 2012 2013 2014 2015 2016 2017
20.2%
Half of all Americans own a smartphone
29.7%
36.6%
45%
50.1%
55.4.%
59.8%
Smartphone ownership in the US 2010-17 | March
2013
(millions and % of population)
Source: 2013 eMarketer, Inc.
63.5%

5.
93.9
123.1
143.2
157.1
168.1
178
0
20
40
60
80
100
120
140
160
180
200
2012 2013 2014 2015 2016 2017
29.9%
38.9%
44.9%
48.9%
51.9%
54.6%
Nearly a third own a tablet or eReader
Tablet ownership in the US 2012-17 | March 2013
(millions and % of population)
Source: 2013 eMarketer, Inc.

6.
Increasingly, our mobile devices are our preferred access points to the web
Source: Jumptap and comScore, ―Screen Jumpin‖ September 5, 2013
Time Spent Online Among US Internet Users by Platform and Demographic, April 20 % of total minutes
Total 18-24
Males 25-49
Females 25-49
Total 50+
Total
PC
Smartphone
Tablet
41%
55%
59%
49%
39%
50% 9%
35% 10%
11%
12%
16%
50%
25%
39%

7.
Tablets play a
slightly different
role, primarily
used at home for
leisurely
browsing and
online shopping
activities.

8.
Tablets play a slightly different role
Smartphones are used throughout the day and play a key role in making real-time
purchase decisions that happen in the store or, most often later online.
Purchases on smartphones are increasing but still outpaced by tablets and desktop.
Tablets, on the other hand, see peak usage during leisure hours and represent greater
engagement with site content as well as more frequent and bigger ticket
purchases, hence the term couch commerce.

9.
"Tablets surpassing portables in
2013, and total PCs in
2015, marks a significant change
in consumer attitudes about
computer devices and the
applications and ecosystems that
power them.‖
- Ryan Reith, Program Manager for IDC's Mobility Trackers

10.
Pew surveyed 2,252 U.S. adults, and found that
34% owned a tablet, up from:
– 18% in 2012
– 8% in 2011
– 3% in 2010
Adults ages 35 to 44 own tablets at a higher rate
than any other age category
Tablet Ownership

11.
Responsive Web Design

12.
A customer’s mobile context consists of:
– Preferences: the history and personal decisions the
customer has shared with you or with his social networks
– Attitudes: the feelings or emotions implied by the
customer’s actions and logistics
– Situation: the current location, altitude, environmental
conditions and speed the customer is experiencing
The Future of Mobile is Context

13.
Context Drives Device Choices
The amount of
time we have or
need
The goal we
want to
accomplish
Our location Our attitude
and state of
mind

14.
The Role of Mobile in Retail

15.
34% of online traffic & 16% of online
sales come from mobile devices
Source: eMarketer

16.
Mobile is often focused on discovery
Source: Nielsen 2013
Mobile has a greater
impact on indirect
commerce (in-store use)
while tablets play a
deeper role in research
and direct commerce.

17.
Smartphones play a pivotal role in the shopping process
40% of US consumers report using their devices for showrooming, the process of
shopping for a better deal or product online while in-store.
For CPG brands, smartphone-optimized .com content (brand site, microsites, landing
pages) is essential to capturing the attention and intent of these consumers, particularly
at point of sale.

18.
Showrooming, while unsettling for retailers, provides
excellent insight into crafting mobile experiences
Use of mobile in showrooming
To compare prices with another retailer 32
To ask my friends or family what they would recommend
buying
16
To take a photo of the product or note down product details to
help me remember it for later
22
To look up product information or comparisons 18
To check product availability at another retailer 18
To check if it was easier/more convenient to order the product
online
15
To check the range of products at another retailer 14
To receive advice or information from another retailer 8
To purchase the product via an app or website while I was still
in the store
7
North
America

19.
Mobile’s New Role in E-Commerce
The traditional purchase funnel is being replaced by an “always on”
mobile shopping life cycle
http://blogs.hbr.org/cs/2013/06/the_mobile_shopping_life_cycle.html

20.
Mobile’s Influence on Retail Sales
Mobile alone will influence $700B in sales by 2016

21.
The Role of Mobile in Omnichannel

22.
Retailers Lag Behind Consumers’ Omnichannel Desires
• Retailers have to overcome a variety of
hurdles to create an omnichannel
experience, while have customers have
already made the leap. Consumers still
make most purchases in a physical
store, but they’re hopping from device to
device as they gather product information
and recommendations before leaving
home. Even while in a physical
store, many augment their shopping by
looking for information via mobile
devices.
• More than any other
technology, smartphones and tablets are
changing the shopping experience for
consumers, letting them bridge the online
and offline experience—even when
stores fail to make it easy for them to do
so. ―Consumers are a couple of steps
ahead of the brand,‖ said Tony
King, founder of luxury retail consultancy
King & Partners. ―People will check
something seven or eight times online
before they actually buy … [using]
several devices. They are experiencing
the brand across all those different
channels.‖

23.
Mobile Coupons
Mobile coupons are driving mobile commerce growth

24.
Mobile Coupons

25.
Mobile Loyalty Programs/Location Check In Loyalty

26.
Mobile Checkout

27.
Mobile Point of Sale

28.
Mobile Checkout
Starbucks averages over one million mobile transactions per
week since launching its mobile payment app in 2011.

29.
Mobile Supported Sales

30.
Mobile Supported Sales
Tesco Subway stores transformed waiting time into shopping
time.

31.
Mobile Wallet

32.
Augmented Reality

33.
Mobile sites are best for purchasing
products, but mobile apps can be value
add, brand relevant content for consumers
80% of smartphone owners want more
mobile-optimized product information while
they’re shopping in stores.
Nearly 50% of shoppers believe they are
better informed than store associates.
Mobile Retail Apps

34.
Skullcandy.com

35.
Skullcandy Mobile App

36.
Mobile App Example – Frank & Oak

37.
Mobile App Example – Touch of Modern

38.
The Mobile Commerce Ecosystem

39.
In Summary …
―The future of mobile
is the future of
everything.‖
- Matt Galligan, co-founder of SimpleGeo

40.
Thanks!
Discussion